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Mintel Survey: The Sweetener Story: It’s Not Which Type, But How Much

Mintel Research Consultancy conducted a survey in May 2012 that looked at consumer behaviors and attitudes about sweeteners and high fructose corn syrup (HFCS) compared to the previous year. The study explored consumer purchase behavior across 12 high-volume food and beverage categories such as bread, yogurt, and cold cereals.

The study asked more than 2,000 consumers a series of 30 unaided questions to determine what product concerns were top of mind. In light of the spike in media coverage around sweeteners, Mintel sought to determine:

  • Do consumers read labels? If so, what are they looking for? What are important considerations for consumers when buying a food or beverage product?
  • How much awareness do consumers have around HFCS?
  • Are there some food and/or beverage categories more likely to be impacted by HFCS concerns? If so, which ones?

For any food and beverage manufacturer trying to discern true consumer sentiment from the recent media buzz surrounding sweeteners, Mintel’s 2012 survey findings provide an insightful starting point.

Contributor:
Sara Martens, vice president at The MSR Group, serves as a consultant to major consumer products and services companies. Over the course of her nearly 20-year career in marketing and advertising, Sara has worked extensively in branding and strategy development. Since 2008, she has been studying consumer attitudes toward HFCS. In 2009, Sara joined The MSR Group, an independent full-service market research firm based in Omaha, Neb.

Mintel Survey: The Sweetener Story: It’s Not Which Type, But How Much

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Mintel Survey: The Sweetener Story: It’s Not Which Type, But How Much

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MINTEL STUDY:
FEWER THAN 3% OF SHOPPERS SPECIFICALLY AVOID HFCS IN 12 HIGH-VOLUME F&B CATEGORIES

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Mintel Study:
Examines Consumer Concern Across 12 Top F&B Categories

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MINTEL STUDY:
CONSUMERS ARE CHOOSING F&B BRANDS BASED ON TOTAL SUGARS

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MINTEL STUDY:
ACROSS BRANDS, CONSUMERS AVOID TOTAL SUGARS MORE THAN SPECIFIC TYPES

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MINTEL STUDY:
More Grocery Shoppers Concerned About Added Sugar Than HFCS

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When it comes to sweeteners, making the right choice is critical to your brand and your bottom line.

At Corn Naturally, we'll help you make informed decisions with the latest facts on high fructose corn syrup (HFCS) from leading independent experts, including Mintel, Nielsen, NPD and top members and organizations of the scientific community. Come here for the tools and resources you need to make sound sweetener decisions.

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You may have specific questions and concerns related to your industry. Here's how Corn Naturally can help you find answers.

  • Food & Beverage Manufacturers

    Are you considering a change in sweeteners used in your products? Before you act, get the facts. Find out what consumers really think about HFCS, understand the true cost of reformulation and learn the latest on sweetener science at Corn Naturally.

    For answers on the concerns facing your industry, go to the Food and Beverage Manufacturers page.

  • Grocery Retailers

    Wondering how the sweetener debate fits into your retail strategy? At Corn Naturally, you can see what independent, expert research and real-world data reveal about true consumer attitudes toward HFCS and actual purchasing behavior.

    For answers on the concerns facing your industry, go to the Grocery Retailers page.

  • Chain Restaurants

    Will adding HFCS-free products to the menu increase sales? Find out what consumers really think of HFCS and how reformulating can impact your operating costs at Corn Naturally.

    For answers on the concerns facing your industry, go to the Chain Restaurants page.